自弗雷格1892年提出預(yù)設(shè)這一概念以來,預(yù)設(shè)研究已成為哲學(xué)和語言學(xué)領(lǐng)域中的熱點話題之一。在語言學(xué)領(lǐng)域,語用學(xué)的重要課題之一—預(yù)設(shè)現(xiàn)象,由于其自身特點經(jīng)常被廣告策劃者用來增強(qiáng)廣告的說服效果�？偨Y(jié)前人對語用預(yù)設(shè)與廣告的研究發(fā)現(xiàn),學(xué)者們已從不同的角度對其進(jìn)行了研究,但主要集中在廣告中的應(yīng)用及功能方面,很少系統(tǒng)地闡釋廣告受眾對語用預(yù)設(shè)理解過程中的認(rèn)知操作。本文從認(rèn)知語用學(xué)的視角出發(fā)建立了一個綜合模型來解讀汽車廣告中的語用預(yù)設(shè),試圖揭示認(rèn)知主體在理解語用預(yù)設(shè)過程中的基本認(rèn)知模式。 本文首先對語用預(yù)設(shè)已有研究進(jìn)行梳理和總結(jié)并指出不足,然后探討了理想化認(rèn)知模型分析語用預(yù)設(shè)的優(yōu)勢,在此基礎(chǔ)上對語用預(yù)設(shè)進(jìn)行分類并建立了解讀語用預(yù)設(shè)的理想化認(rèn)知綜合模型,進(jìn)而用這一模型對四類語用預(yù)設(shè)分別進(jìn)行解讀。本文突破了語用預(yù)設(shè)在廣告中使用的簡單描述,從理想化認(rèn)知模型視角揭示了語用預(yù)設(shè)在廣告中的使用不是任意使用的,而是廣告受眾意識形態(tài)作用的結(jié)果,并強(qiáng)調(diào)了理想化認(rèn)知模型視角下語用預(yù)設(shè)在汽車廣告中的使用策略及特殊功能。研究發(fā)現(xiàn):1)語用預(yù)設(shè)在廣告中的使用形式主要集中在命題形式和隱喻形式,二者的優(yōu)勢在于可以更直觀或避免單調(diào)...

【文章頁數(shù)】：87 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
Abstract
Acknowledgements
Chapter One Introduction
    1.1 Rationale of the Thesis
    1.2 Objectives of the Thesis
    1.3 Data Collection and Methodology
    1.4 Organization of the Thesis
Chapter Two Literature Review
    2.1 Introduction
    2.2 Approaches to Presupposition
        2.2.1 Philosophical Approach
        2.2.2 Semantic Approach
        2.2.3 Pragmatic Approach
        2.2.4 Cognitive Approach
    2.3 Pragmatic Presupposition
        2.3.1 Definition of PP
        2.3.2 Understanding of PP
    2.4 Limitations of Previous Studies
    2.5 Summary
Chapter Three Theoretical Framework
    3.1 Introduction
    3.2 Idealized Cognitive Model
        3.2.1 Definition of ICM
        3.2.2 Properties of ICM
        3.2.3 Four Models of ICM
    3.3 Merits of PP based on ICM
    3.4 AProposed Model
    3.5 Summary
Chapter Four An ICM Approach to PP in Auto Ads
    4.1 Introduction
    4.2 Description of Data Collection
    4.3 Classification of PP in Auto Ads and Their Features
        4.3.1 Classification of PP
        4.3.2 Characteristics of PP
    4.4 Analysis of PP in Auto Ads in Light of ICM
        4.4.1 Propositional PP
        4.4.2 Metaphorical PP
        4.4.3 Metonymical PP
        4.4.4 Metaphtonymical PP
    4.5 Functions of PP in Auto Ads
        4.5.1 Propositional Commitment
        4.5.2 Psychological Pursuit
        4.5.3 Rhetorical Effect
        4.5.4 Value Highlighting
    4.6 Strategies of Using PP in Auto Ads Based on ICM
        4.6.1 Skillfully Setting PP by Image Schema
        4.6.2 Covertly Setting PP by Metaphorical Mapping
        4.6.3 Exchanging PP by Metonymical Mapping
        4.6.4 Enforcing PP by Metaphor- Metonymy Interaction
    4.7 Summary
Chapter Five Conclusion
    5.1 Findings
    5.2 Limitations of This Study
    5.3 Suggestions for Further Research
References
Appendix



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